Several stars recently ditched their signature strands for a new color. That color is red and celebrities like Drew Barrymore, Scarlett Johansson, Mandy Moore and Blake Lively have all recently been spotted donning luminous strawberry and copper locks.
The global leader in salon color Wella Professionals had an inkling long ago that fiery red hues would be taking spring and summer hair care by storm. As part of the global leader in salon color’s 2011 trend forecast, the brand revealed the bold red hue with Passionista.
Created by Wella Professionals Global Creative Directors Eugene Souleiman and Josh Wood, alongside the Wella Professionals Creative Team, the Passionista trend was born out of the exploration of sophisticated codes of passion, seduction and sensation. Love is communicated through the confidant allure of ultimate femininity, and RED, the definitive symbol of love, makes bold statements through an eclectic blushing palette from soft nude pinks to burning hot reds. “I wanted to create the right red for Passionista,” notes Wood. “I wanted to capture the moment and the strength in the hair.”
While Haute Couture and Hollywood may have already embraced the trend, the real work comes in taking the trend from the runway to the streets: taking inspiration from it, personalizing it, and interpreting it into street styles and living looks.
Wella knows this transformation doesn’t always come easily, and is giving stylists across the globe the chance to make their mark as true visionaries and express their own signature styles. From now until June 30, 2011, the best talents in the hair industry will have the opportunity to showcase their talents by entering Wella Professionals Trend Vision 2011 hairstyling competition and interpreting Passionista or one of three other Wella Trend Vision 2011 themes.
Entering has never been easier, simply go to www.wella.com and complete the online entry before June 30, 2011. The winner of the US final will represent the United States at the international final in New York City with an all-expenses paid trip. They will also receive PR support and coverage, training and the chance to take part in Wella events throughout the year, such as shows during New York Fashion Week.
Image courtesy of Devries Public Relations.
